Ballantine's Rock Bottle

When it comes to the spirits market, getting your brand, your bottle, placed in a position of prominence behind a bar is essential. This is especially true for whiskey's as the vast majority of drinkers will order by name, and it can be next to impossible for a brand to break a seasoned whiskey drinkers brand preference. So what do you do?

A simple solution is to grab the drinkers attention. Do something to make them want to give your brand a try. Ballantine's Scotch Whiskey have developed the "Listen to Your Beat" campaign, which, unlike other drinks campaigns, isn't based on point of sale creatives or engagements, it's based on a cutting edge new bottle design.

The new Ballantine's Scotch Whiskey bottle features a graphic equalizer that reacts to the ambient sound of its surrounding. Seriously.

Yeah, the Ballantine's seems to want to kill the competition by at least viral and word of mouth, as compared to consumers not think so.

Ballantine's decided that they don't want their customers to just dance with their drink when they drink their whiskey, they want their customers to dance to their drink. The gorgeous new black bottle with luminous blue bars that jump in time to the music is eye-catching and mesmerising. Designed by London-based design company, The Core, the bottle is being launched in bars across the UK as well as 35 other markets. In total there are 20,000 bottles in production.


This is the bottle in question...

Augmented Reality: Shopping (Part 2)

A while back I wrote about Zugara's Augmented Reality Shopping experience. Pretty nifty. As suspected the technology has now been adapted and put into full use. This is the Fashionista Augmented Reality dressing room service developed by Tobi.com...

Fashionista describes itself as a new social shopping tool combining the benefits of the fitting room with the convenience of online shopping and the power of the social web. Fashionista shoppers virtually model clothing via their own webcam, being able to instantly switch into recommended clothes and immediately share favourites via Facebook.

-----UPDATE-----

While this isn't an Augmented Reality application persay, this is a great example of online shopping striving to deliver a richer experience, and to offer shoppers a better way to see exactly what they are buying. KnickerPicker.com have created a flash interactive that allows the shopper to choose between a range of different virtual models so that they can view their product range on someone of the same figure as themselves. This is a great idea and something I really think adds to the online shopping experience. Admittedly the service is limited at present but with the right retailer this could easily be done for a large range of clothing, for both men and women.

Make It Snow In Oxfordshire

It's that time of the year when agencies and businesses decide it'll be a great idea to do a Christmas viral. As someone who's seen most of them, I can safely say that it's usually not a good idea. In fact, far from it.

However, every now and again someone does something that just works. Something smart. Something funny. Something genuinely entertaining. Torchbox have done just that.

Torchbox, an Oxfordshire based digital agency, have just launched a Christmas website called 'Snowtime'. Basically it gives visitors the power to make it snow over the company's employees right there in their offices. The guys initially developed the idea as an interactive Christmas Card for their clients. Following brilliant feedback they decided it deserved a larger audience, and I for one am very glad.

So what do you have to do? To make it snow, just pop over to 'Snowtime' and hit the 'Make It Snow' button. Simple. The button is rigged to a snow machine that will blast a member of staff with a flurry of fake snow.

Managing Director, Olly Willans said, "We always try and do something fun with technology for Christmas and we're really pleased with snowtime. Some of our team have been covered on a number of occasions and it is a bit like a blizzard in the office but we're happy with that as we know that the snow must go on."

'Snowtime' is available from 9am-5pm GMT on Thursday 17 December, Friday 18 December, Monday 21 December and Tuesday 22nd December.


About Torchbox
Established in 2000, Torchbox is an independently owned agency that offers digital design, development and marketing services. The agency's clients come primarily, but not exclusively from the charity, NGO and public sectors and include WWF UK, Breakthrough Breast Cancer, Greenpeace UK, Battersea Dogs and Cats Home, the University of Oxford, The King's Fund and The Football Foundation.

Also check out Torchbox's Director of Digital Marketing, Rob Salmon, on Twitter

Carlsberg: The Making of 'The Secret'

In 1883 Carlsberg's Brewer, Emil Christian Hansen, made a remarkable discovery that would change brewing forever. Hansen isolated the first pure brewing yeast and provided the first ever way to brew consistent quality beer. This was a 'Secret' that most other brewers would go to any lengths to acquire. Carlsberg decided to give it away!

This is the 'making of' video of Carlsberg's newest ad, 'The Secret'.



The ad was developed by Peter Owens Advertising and directed by Johnny Green. It was produced by Knucklehead and post produced by Framestore. The music for the ad was specially composed by Paul Raeburn.

Guinness 250 & An Age Of Reciprocity

There aren't very many brands that turn 250 years old, and there are even fewer brands that have an entire nation is willing to stand up and applaud, both for their heritage and for their synonymy with their own culture. Guinness is in many ways the epitome of Irish-ness, the prime example of who we are as a nation - hard-working, everyday folk with a strength of character to see us through. As a brand, Guinness is surely one of the best. A globally recognised powerhouse of advertising, design and innovation. Guinness extends beyond a simple beverage and has developed itself into sport and the arts. Guinness has done what many brands not only fail at, but never even realise to try. Guinness gives back.

In a changing modern digital world where the consumer is savvy and they have realised that the power to effect corporations and businesses is their's, Guinness have embraced change and strived to promote what I call 'an age of reciprocity'. The question is not how do I make you buy my product, the question is what can I do for you so that you love my brand. In a market where consumers will travel, bargains will be hunted for, and there is always an alternative, it is more important then ever to understand that the educated consumer can be either your friend or foe.

Social Media has opened up the world, democratised data, and given every single one of us the power to speak our mind and broadcast our opinion. Those with their thinking caps firmly in place, however, have come to realise this is in fact a good thing. The modern consumer is not naïve, they understand the buyer/seller relationship and they are, in most instances, happy with it. So long as everyone keeps their word, what is paid for is received, and the status quo of the relationship remains even, happiness will prevail.

As a brand though, it is easy to take this equilibrium and subtle sway it in your favour. Not by any underhandedness but simply by going that bit further, providing the little bit extra, by doing more to ensure that the customer is more then just happy. Of course, being a savvy shopper, this is noticed, and as long as the motives are clear, this will be looked on very favourably by the consumer. We like to feel that our patronage is being rewarded. We like to feel that we are part of the process. We like to feel special.

The nature of Reciprocity is that while there is a clear understanding that the buyer buys and the seller sells, there is also a deeper understanding that both parties are appreciative of the other. This relationship is by its nature symbiotic. Without one the other can't exist. So with that knowledge in hand, the seller goes a little step further. The best example that I have seen to date was Arthur’s Day. To celebrate 250 years of business and to thank the public for 250 years of patronage, Guinness put on a huge event filled with music and entertainment to a scale that had simply never been done before in Ireland. While the gigs/events weren't free, they were very reasonably priced, and the money that was taken in in ticket sales went to charity. So the public get to have a great time, they get to donate money to charity, and Guinness get to give back to the community. And sure, there were thousands upon thousands of pints of Guinness drank that day, but that's nothing to complain about.

Reciprocity is more then a passing trend in my opinion. Reciprocity is the natural evolution of the consumer/supplier relationship. Reciprocity is what has happened to the market through the prevalence of Social Media, the explosion of mobile technologies and the expansion of always-on, super-fast broadband. Reciprocity is a cultural revolution of consumerism. Above all though, Reciprocity is a great thing.

In the case of Guinness, however, the question now becomes where to next?

Well it just so happened that earlier today, Guinness announced details of a spectacular live TV ad to be broadcast on RTÉ 1 at 17:59 on New Year’s Eve, marking the end of the 250th anniversary celebrations and the establishment of the Arthur Guinness Fund.

The 60 second spectacle will feature a visual recreation of Arthur’s famous signature in a dramatic way, which will not be revealed until the broadcast at exactly 17:59 on New Year’s Eve.

In this instance, Reciprocity is simply going beyond the standard advertising message. It is the innovativeness to be creative, the daring to not directly push a product, it is the doing what the other guy isn't because it's exciting.

John Kennedy, Managing Director, Diageo Ireland commented, “New Year’s Eve marks the end of a very special milestone for the Guinness brand, from 1759 when Arthur signed the 9,000 year lease on the St. James’s Gate brewery to today, where Guinness is a truly iconic brand, enjoyed in 150 countries around the world. It was remarkable to see so many people participating in Arthur’s Day, the peak of the 250 celebrations. Guinness & Co also want to thank all the people who went to their local pub to lend their support and more importantly, their signature to the Guinness “Signature” campaign, which helped to create a €2.5 million Arthur Guinness Fund.”

Kennedy continued, “The ‘Here’s To You’ campaign and the live TV ad will not only mark the end of a remarkable year for the brand, but it’s also a gesture to Irish people who helped to create the Arthur Guinness Fund, the next philanthropic step from Guinness & Co., which will help to create sustainable community projects around the country from 2010.”

And it is on that sentiment that I can happily raise a glass to a man and his legacy; to Arthur!


Don't forget to check out the following links for more Guinness information:
Guinness Facebook Page
The Arthur's Day on-line petition
The Arthur Guinness Fund